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April 2, 2015
Day at a Glance
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• Chris Fletcher • Research Director, Enterprise Applications
• Gartner
This Morning 9:00 – 10:15am
3
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Exhibit Hall 10:15 – 11:00 am
4
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Re-imagine Commerce with Commerce in the Cloud 11:00am– 12:00pm
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How Fashion Icon Reserva Uses Oracle Commerce to Deliver Innovative and Omni-Channel Customer Experiences
Diego Costa, Compasso 12:00pm – 12:30
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This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates. © 2011 Gartner, Inc. and/or its affiliates. All rights reserved.
Chris Fletcher Research Director
Enterprise Applications
CX and the Digital Commerce Ecosystem
Things aren’t always what they appear to be
Source: NASA & Jet Propulsion Laboratory, California Institute of Technology (and the New Horizons spacecraft)
What I would like you to take away from today’s session
• To deal with the complexity of the digital ecosystem Tools
• Of companies that are challenging convention commerce wisdom Examples
• Key findings from Gartner’s digital commerce research Findings
The digital commerce ecosystem
Digital commerce ecosystem
Commerce Transaction
Platform
Customer Experience Manager
Payments Processing / Fraud Mgt
Order management
DOM
Digital Marketing, Analytics, Campaign
Mgt
Web Content Management
Configure Price Quote
Subscription Management
Master Data
Management
Gartner E-Commerce Vendor Guide, 2014
13
The average commerce implementation in 2015 will integrate technologies from more than 15 vendors.
What can we take away from this?
Digital commerc
e is complex.
Your ecosyste
m is unique.
There are many technolo
gy decisions
.
Re-platformi
ng is difficult.
3 Tools
IT Market Clock for Digital Commerce, 2014
Hype Cycle for Digital Commerce: 2014
Digital Commerce & PACE Layers
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Digital Commerce PACE Layers: Innovation, Differentiation, Record
Digital Commerce Pace Layers – Retail
Commerce Engine
Shopping Cart
Email Campaign Mgnt
Customer Service
Web Content Management
Catalog Management
Promotion Management
Image Management
Site Search & SEO
Personalization
Site Merchandising
Multi-variable (A/B)Testing
Content Distribution
Gift Cards
Product Reviews
Social Commerce
Site Monitoring
Site Analytics
Web Analytics
Reporting & BI
Guided Selling
Product Configuration
Product Visualization
Cross Sell / Up Sell
Product Comparison
Customer Profile
Customer Account Mgnt
Store Locator
Warranty/Returns
Management
Servers
Storage
Connectivity
Desktops/Laptops
Network Hardware
Operating System
Database
Middleware/Messaging Queuing
Development Tools
Testing Tools
Security
Contingency/ disaster recovery
Cloud Based Infrastructure Infrastructure
System of Record
System of Differentiation
System of
Innovation
Distributed Order Mgmt
Financial Applications
Warehouse Management
Payment Processing
Alternative Payment Methods
Fraud Management
Tax Management
Master Data Management
ERP Systems
Website
Stores/POS
Agent desktops/Laptops
Kiosks
Mobile SMS
Mobile E-commerce Application
Mobile Browser
Social Community
Customer Portal
Conventional thinking…and a more nuanced view
Retail =
Omni-Channel
But not every retailer needs or wants to be Omni-channel
Some retailers need/want to create a unique, discrete CX and channel distinct and separate from the retail experience
Conventional thinking…and a more nuanced view
Brands Need to Build
Direct-Customer Commerce
Better customer experience, insight, upsell, margin.
But, channel conflict is a very real challenge.
Consider building a direct to consumer CX that strengthens, rather than disenfranchises, the retail channel.
Conventional thinking…and a more nuanced view
CX CX includes all points of contact with the customer: store front, catalog, marketing, purchasing, payments, fulfillment.
But, marketplaces – Amazon, eBay, Alibaba, and others – are a reality.
Consider using marketplaces as a separate but important part of market penetration, albeit at the expense of a completely consistent CX.
Digital Commerce in 2014
• Vendors are building out their core commerce platform and in search, order management, and marketing, both through development and through M&A.
Market Maturation:
• 24% of reference users said the primary business justification for investment in digital commerce was a "Transformational project to change the way we do business."
Transformational Change:
• Digital business means co-opetition - working with competitors that offer marketplace sites and access to new market, payment services, and hosting services
Interdependency:
• Digital companies invest in personalization, digital marketing, Web analytics, and big data. Marketing:
• No single deployment or licensing model will dominate the digital commerce market but a gradual evolution to the Cloud via hosting or SaaS deployment models is inevitable.
Cloud:
Digital Commerce in 2015
• 2014 momentum behind agile commerce environments continues as organizations pursue API-enabled ecosystems and open source.
Agility
• No single deployment model will dominate the digital commerce market but the evolution to Cloud via hosting or SaaS deployment models is ongoing.
Cloud
• eBay/PayPal spinoff, ApplePay, Google (Wallet, AndroidPay), all drove media and client attention on payments, raised visibility on the impact on the business and the consumer
Payments
• Multiple license & deployment models will continue to co-exist: Licensed On-Premise; Licensed Hosted; Revenue share SaaS; Subscription SaaS; Open Source; Marketplaces; Internal Development
Multiple Development & License Models
Digital Commerce in 2015
• Mobile support and mobile innovation is a “given” in the vendor selection process. Moving beyond omni/multi-channel, clients are now thinking about how the Internet of Things will create opportunity.
Mobile & Devices
• Web analytics and personalization are evolving from being aggregated and anonymized, to being personal, predictive, and underpinning a customer journey.
Marketing & Analytics
• Amazon, eBay, & Alibaba are both competitor and ally. Retailers and brands are looking to leverage marketplaces as a stand-alone channel to market, or as part of a broader go to market strategy.
Marketplaces
• Emerging from being a niche technology, subscription management will play a broader role as companies evolve business models, sell services, and invest in the IoT.
Subscription & Billing
Digital Commerce Evolution ~ 2008 - 2015
• 1-time License, On-Premise implementation
• IT buyer
• 10 year horizon
• Application integration
• Cost vs. Functionality
Then
• SaaS / Cloud
• Business buyer
• 3 year horizon
• Application federation
• APIs, Ecosystem,
• Time to Market
Now
Question
conventional
wisdom.
This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates. © 2011 Gartner, Inc. and/or its affiliates. All rights reserved.
Chris Fletcher, Research Director:
Enterprise Applications
Supporting slides
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Digital Commerce Software: Size/Growth
29
Source: Gartner, Inc. “Forecast: Enterprise Software Markets, Worldwide, 2011-2018, 4Q14 Update
CAGR 2013-2018:
13.6%
Digital Commerce is being seen as transformation
project to change the way we do business, 24%
Digital Commerce is our primary or
only sales channel, 18%
Digital Commerce generates
incremental revenue/helps to
defer costs of other channels such as retail
stores/branches, direct sales, or
channel sales, …
Digital Commerce is a core
requirement for multi-channel
experience, but does not
essentially focus on driving
revenue, 18%
Digital Commerce is a new venture for our company and its ability to
generate revenue is unproven, 4%
Other, 4%
Source: Magic Quadrant for Digital Commerce 2014
Question: What is the primary business justification for your
investment in Digital Commerce? N=141
Why invest in digital commerce?
Sample: E-Commerce PACE Layers
• Innovation (Channel Access) — This layer contains the multiple points of interaction (POI) a customer may use to enter into the enterprise. These POIs may or may not be electronic.
• Differentiation (Application) — This is the e-commerce application that is accessed via multiple POIs by a customer. The layer contains services that are within the enterprise as well as external cloud-based services.
• Systems of Record (Foundation) — This layer contains services to the enterprise ERP, SCM, financial and other back-end applications, and can include external cloud-based services.
• Infrastructure (Cloud) — This includes application, database, Web and other servers as well as network and storage software and hardware and their operating systems. Services specific to the type of
commerce will differentiate your organization's customer experience
from your competitors'.
Related Gartner Research
The Gartner E-Commerce Vendor Guide: 2014 (G00252851)
Magic Quadrant for Digital Commerce: 2014 (G00262399)
Hype Cycle for E-Commerce (G00252379)
Cool Vendors for E-Commerce (G00250518)
Market Share Analysis: Customer Relationship Management Software, Worldwide, 2013 (G00262495)
Gartner delivers the technology-related
insight necessary for our clients to make
the right decisions, every day.
BREAK
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ORACLE COMMERCE CLOUD
35
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Proven. Modern. Accessible.
COMMERCE REIMAGINED.
oracle.supremo.com
ORACLE COMMERCE
CLOUD
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Select Customer Program
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• Premier access to Oracle Commerce Cloud • Direct access to Oracle Product Management • Opportunity to align vision
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PRODUCT OVERVIEW
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Move fast.
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Differentiate.
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Empower.
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43
Ignite.
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Grow.
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transactions / day
users
29 million
22 Billion
19 Global data centers
$1 Billion SaaS Business
Oracle Public Cloud
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DEMO
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Advanced Experience Management Oracle Commerce
Kristen Gill , Director, Product Management Aparna Srinivasan, Senior Principal Product Manager Thursday, April 2, 2015 1:00 PM – 1:45 PM
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Agenda
Experience Manager Overview
Advanced Best Practices
Q&A
1
2
3
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WHAT CHALLENGES ARE YOU FACING?
ORACLE COMMERCE
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More Choice
More Customization
With Less Effort
Your customer’s expectations
They’re Empowered “Companies were in control up until 2000.
But now the customer
is in the driver’s seat. If you embrace that, you will thrive.
If not, then by 2020, you will not survive.”
–Jamie Nordstrom
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You must deliver dynamic, personalized experiences, but…
61% of marketers
understand the importance of personalized
experiences but
51% are not sure
how to implement it - MarketingCharts.com
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Business Teams Need More Control
71
of commerce professionals say that “delays to market” is a top threat to their success 26%
Business user control and agility
Relevant & personalized experiences through the long tail
A single tool to manage consistent omni-channel digital experiences
What Business Teams Want What IT Teams Want
Scale and Performance
Operational efficiencies, cost savings
Focus on more strategic projects rather than coding pages
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
THE SOLUTION ORACLE COMMERCE EXPERIENCE MANAGER
ORACLE COMMERCE
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A tool to power more dynamic, richer selling experiences
Data & Content Experience Management Omni-Channel
Leverage any data, any source, any
format
Personalize, optimize and guide customer journeys
Create once, deploy anywhere
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Experience Manager…
…Provides a single, flexible tool to create, deliver, and manage dynamic, content-rich,
omni-channel customer experiences.
ORACLE COMMERCE
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Centralized Management of Omni-channel Digital Experiences
Price
Price
Brand 20% off Select Cuisinart
Top-Rated Le Creuset
Most Popular Articles
Ratings
COOKWARE Personalized
Recommendation
Click to Talk to an
Associate
Assemble content and experiences for all digital channels
Balance manual creation with automated assembly of experiences
Get to market quickly with prebuilt, reusable components
Business users can…
…without IT intervention
1
2
3
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Control over the experience
Sample Cartridges
Choose a template
Choose cartridges
Slot
SEARCH
RESULTS
RESULTS LIST GUIDED
NAVIGATION
VIDEO BREADCRUMBS MEDIA BANNER SEARCH BOX CROSS-SELLS REVIEWS
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BEST PRACTICES ORACLE COMMERCE EXPERIENCE MANAGER
ORACLE COMMERCE
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The “Default Rule” Principle
Minimize Duplication
• Use global (default) pages to automate merchandising—without having to predict the customer path, set up scenarios, or engage IT
– These “pages” will fire if no specific page has been setup or is currently active
• Manage by exception
– Override global pages to manually place merchandising and promotions for higher-value opportunities
Global (default) browse page
“coffee” page
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Leverage Dynamic Slots
• Add a slot to a page to manage sections of a page separately than the rest of the page
• Provides:
– Content Reuse
– Cross Team Collaboration
Default rules aren’t just for pages
79
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Results List – Not just for boost & bury
• IT sets up relevancy strategies, but the business can control which one to use for ANY page
• Use different relevancy strategies per category, search term, user segment, …
A global relevancy strategy isn’t good enough
OOTB Results List Cartridge
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Expose & Merchandise ALL Your Content
81
Improves SEO and customer confidence
Content and product records are handled the same
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Set Up Automatic Data Feeds Dynamically influence relevancy
• Automatically ingest data from any source on a defined frequency
– Allows data to be dynamic and relevant with little to no manual intervention from merchandisers
• Examples include feeds such as Best Sellers, Most Popular, What’s New, On Sale, etc.
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Improve your customer journeys
Add & Expose Product Attributes
• Attribute your catalog and content
• Customers can refine their search based on what’s important to them
• Provides more customer journey paths which has the potential to increase your SEO footprint
• Business can control which attributes to show and in which order – then easily adjust
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Merchandise In Type-Ahead Get Products & Content to Customers Faster
• Spotlight rules-driven merchandising (i.e. best sellers, what’s new, items from order history, on sale, gifts under $25, etc.)
• Spotlight segment-specific content
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Create Content Specific Experiences
• Once content is indexed, consider experiences for reviews, safety information, videos, …
– For example, customers can find reviews from a similar demographic (i.e. “People like me” OR “People like the person I am buying for.”)
• Increased relevancy = increased engagement = higher conversion rates = higher AOV
Experience Manager rules are not just for products
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What is relevant to your customer?
Use User Segments
• Business can control segment-specific
– Relevancy
– Dimensions
– Content
– Templates
– …
• Examples – Buyers vs individual consumers, geographical regions, etc
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Leverage the Media MDEX
• Integrate media from ANY source into Experience Manager without duplicating assets
• Give business MDEX powered search and navigation within the tools
Increase business user efficiency
87
Uses a separate tools MDEX
CMS File System …. Commerce Repositry
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Work the way that makes sense for your team
Organize Rules & Use ACLs
• Organize Experience Manager rules using folders – consider organizing by :
– Categories
– Brands
– Reusable page sections
– Globally shared elements
• Set Access Controls
– Don’t forget to lock down key pages
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DEMO THINK BEYOND SEARCH & NAVIGATION ORACLE COMMERCE EXPERIENCE MANAGER DEMO
Oracle Confidential – Internal/Restricted/Highly Restricted 89
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Think beyond Search & Navigation Pages ORACLE COMMERCE EXPERIENCE MANAGER DEMO
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The best ideas come from you
91
And Finally - Be Creative!
Cartridges we’ve seen: • Multi-strata boost & bury • Exclusion cartridges • A/B Testing • Hotspot editor • Recommendations engine boost • … • What will you dream of???
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Summary
• Rely on default rules
• One global relevancy isn’t enough
• Manage content just like the catalog
• Use your data to influence relevancy automatically
• Tag your assets
• Merchandise in type-ahead
• Create content-specific experiences
• Leverage the Media MDEX
• Remember Folders & ACLs
• Think beyond search & navigation
• Be Creative!
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Join the Oracle Commerce Special Interest Group!
Oracle Commerce Customer?
• 60+ members from 20+ companies
• Run by customers of Oracle Commerce (ATG & Endeca)
• Enhance our experience with Oracle Commerce products
• Interact with peers, discuss techniques, and roadmap ideas
• Interact with Oracle solutions management team
• Quarterly webcasts and in-person once a year
http://surveymonkey.com/s/commerce-sig
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Questions?
95
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Meet the Experts
Roundtable Discussions With Oracle Experts
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Table 1: Experience Management Kristen Gill – Director, Product Management – Oracle Commerce
Table 2: UI / Design Alistair Galbraith – Senior Director – CX Product Strategy
Table 3: Mobile / Omni-channel Kristen Flanagan – Director, Product Management – Oracle Commerce
Table 4: Promotions / Merchandising Aparna Srinivasan – Sr Principle Product Manager Oracle Commerce
Table 5: Personalization Jeri Kelley and Katrina Gosek – Product Strategy Oracle Commerce
Table 6: Oracle Commerce Integrations Gary Kirschner – Director, Product Management – Oracle Commerce
Table 7: Oracle Commerce Cloud Andrew Webb – Director, Product Management – Oracle Commerce
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Round Table Topics
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Thank You! We hope you enjoyed the conference and look forward to seeing you at OpenWorld!
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